Garden Engagement Photos at Newfields | Kirk & SoeDecember 2, 2022
December Wedding at New Journey Farms | Mr. & Mrs. SparenbergDecember 8, 2022
If you’re trying to scale your business and stand out in your field, powerful copywriting may be the key to converting more website visitors into customers. But, how can you clarify your sales-focused language while letting your personality shine through on your site? In other words, how can you write content that presents your value in a way that’s on brand with who you are?
Well, friend, you’re in luck! Lucy Bedewi of My Write Hand Woman has created an entire business around writing no-fluff copy that converts—and teaching other creative entrepreneurs how to do the same. She especially loves working with women (who make up 95% of her clients!) and helping them embrace their confident sides as they “lean into their voice” and showcase their personalities through their content. Lucy has also connected with many of her clients through fun, engaging Instagram reels where she expresses her outgoing self while providing helpful copywriting education.
What is “copywriting,” & what does a “copywriter” do?
Before learning how to write effective copy that converts, we must understand what, exactly, copywriting is. According to Lucy, copywriting is “writing that moves the needle and helps people take action and drive results.” This includes websites, nurture emails, sales letters, quizzes, and more. The action you’re trying to get customers to take may be scheduling an appointment, booking a consultation, buying a product, donating to a cause, and so on.
Lucy contrasts copywriting with content writing—social media captions, blogs, and so on—because while it’s still valuable and necessary, content writing is often educational instead of promotional. A content writer delivers helpful tips and resources to audience members, but a copywriter promotes a product, service, or brand to sell something to help a customer solve a problem. A professional copywriter (whether that’s you or someone you hire) is essential for sharing your message, products, and services with prospects to convert them into customers.
How can creative entrepreneurs write effective copy that converts?
Many people think of conversion as a complex or confusing metric, but Lucy reminds us it’s simply customers seeing the value in your offer and making a purchase, booking a consultation, or taking another action. She offers us three helpful tips for writing professional, convincing copy that converts website visitors into buyers:
1. Audit your entire website.
To make your web copy as effective as possible, Lucy highly recommends reviewing every single word on your site and getting specific with the good, the bad, and the potential improvements. For example, after auditing your website, you may realize your “About Me” page sounds a bit pretentious. But, because you’ve taken the time to review all of your copy, you know your home page speaks to the right people and shares how your product or service can help them solve a major problem. You could incorporate the strategy (and some of the “helpful product and business” language) from your home page onto your “About Me” page to better connect with your audience (instead of just talking about yourself).
Lucy also suggests going over your website analytics to determine what shouldn’t change. For instance, you may not love the way your sales page looks—but if it’s converting well, your target audience must like it enough to keep taking action! So, you could either leave your sales page alone entirely or make minor changes. Of course, Lucy reminds us that if you truly hate your web copy, even after an extensive audit, it’s time to rewrite your site altogether. (Later on in this post, we’ll learn when you should invest in a professional copywriter and when you should write or rewrite your own copy.)
2. Clarify your brand messaging.
Whether you’re making minor changes to one page on your website or rewriting the entire site, clarifying your brand and your messaging will help you speak more effectively to your target audience. “Everything stems from your brand voice,” Lucy tells us. She spends much of her time helping her clients decide what their brand values are and how they’ll speak through their copy, because this sets the tone for their overall messaging. Lucy has even designed a quiz called “What’s Your Brand Voice?” so creatives can determine the best tone for their web copy.
When it comes to your brand messaging, Lucy recommends authenticity as much as possible. For example, if you’re a casual person, you probably shouldn’t write very formal web copy, as this may cause a disconnect with your customers when they meet with you in person. But, Lucy also encourages you to have fun with determining your brand and tone. For instance, if you’re a more reserved person, you can play with being a bit sassier in your web copy than you would be in real life. “Your brand is important, but you are much more than your brand!” Lucy says.
3. Get strategic with your home & about pages.
Lucy tells us creative entrepreneurs often struggle with their web copy on the home and about pages. This is likely because the home page sets the stage for the rest of the site, and it’s all too easy to let the about page sound self-centered, or only about how great your business is. But, Lucy reassures us with a strategic layout and tone selection, you can write effective copy for both pages.
Lucy recommends the following structure for your home page:
- Header section: This is where you’ll include your business name, what you do, how you help people, and how they can work with you.
- Description: You’ll introduce your mission and the brand behind your business here.
- Opt-in: This section lets people sign up for your email list and stay in touch with you.
- Offers: Lucy suggests adding a couple of boxes describing your products or services that link to your “Contact Me” or “Book Me” page.
- Testimonials: In this section, you’ll share social proof that other customers have found success with your products or services.
- Bio: A quick “About Me” blurb lets you introduce yourself to visitors so they can learn who they’ll be working with.
- Another opt-in: You can let prospects download a PDF or take a quiz here.
- Social links: These give people the option to connect with you on social media.
In this episode, Lucy also explains how to write copy for your “About Me” page. While the “About Me” page can be intimidating for service-based creative entrepreneurs to write, Lucy tells us it’s helpful to start by figuring out which “group” you fit into. She goes on to explain that Group 1 includes people who have an inspirational, emotional story behind why they started their company. In contrast, Group 2 includes entrepreneurs who started their businesses because they’re good at what they do and able to help others solve problems.
Deciding which “group” you and your business belong to will help you write your story in a way that connects with your target audience. For example, let’s say you began your photography business because you had an incredible wedding with beautiful photos, and you were inspired to help other couples experience this joy. You can share your wedding story on your “About Me” page and let clients know how excited you are to capture their special day as they celebrate their own wedding.
When should creatives invest in a copywriter, & when should they write their own copy?
While Lucy is a professional copywriter who would love to work with you, she doesn’t recommend hiring a copywriter until your offer is validated. In other words, you should prove that people are buying from you simply because you have a great product or service. Then, it’s time to think about more effective copywriting and marketing as you grow your company. For example, if you’ve just started a wedding photography business, Lucy would advise waiting until you’ve booked a few brides before investing in a copywriter for your website.
If you’d rather go the DIY route, Lucy supports that, too! She has created several templates to help you write your own conversion-focused copy. Lucy even has a 100-page Web Copy Template, specifically for website writing, that includes these valuable resources:
- Home Page Template
- About Page Template
- Work With Me Page Template
- Contact Page Template
- Final Web Copy Asset
Friend, I hope this episode with Lucy has inspired you to get strategic with your copy, clarify your message, and persuade others to invest in your amazing offer. With professional copywriting that speaks to your audience’s needs and desires, you can convert interested visitors into your dream customers!
Want to hear more?
Links & Resources Mentioned in This Episode
Did you enjoy this episode? If so, pin it to save it for later! Follow me on Pinterest for more marketing, business, branding, and boundary-setting strategies!